Document Type : Research Paper
Authors
1 Department of Business management,Kish international Branch,Islamic Azad university,Kish Island,Iran
2 Assistant Professor. Department of Business Management. Faculty of Management and Accounting. Shahr-e-Qods Branch. Islamic Azad University. Tehran. Iran
3 Assistant Professor. Department of Business Management. Faculty of Management and Accounting. South Tehran Branch. Islamic Azad University. Tehran. Iran
4 Peyman Ghafari Ashtiani Associate Professor. Department of Business Management. Faculty of Management and Accounting. Arak Branch, Islamic Azad University. Arak. Iran Abstract
Abstract
The purpose of this research is to present a content-oriented interactive marketing model with the approach of customer knowledge management, while considering the causal, contextual, and intervening variables (factors) in the country's steel industry based on the data theory method of the Foundation. In this research, based on interview tools from experts and senior managers of the steel industry, 98 factors related to content-based marketing and research variables have been identified, and structures related to each variable have been presented using open, central, and selective coding methods. In the next step, based on the analysis of the data obtained from the questionnaire, the confirmatory factor analysis method with the PLS technique was applied. The factor load and combined reliability for the research variables were calculated to be above 0.4 and 0.7, respectively. As a result, the validity of each construct related to the factors, the strategies, and implications of the research model were approved. Then, using the method of structural equations and estimation of the final model, causal factors, contextual factors, customer knowledge management strategy, and intervening factors were confirmed as the first to fourth most influential on content-based interactive marketing in the final research model. Finally, while presenting the research model with optimal overall goodness of fit, attention is drawn to the effects and consequences of the model, including: internal and corporate consequences, competitive advantage, brand experience management, and customer and market consequences that are suggested.
Keywords
- content-oriented interactive marketing
- causal variables
- contextual variables
- intervening variables
- customer knowledge management
- consequences of the model
- steel industry
Main Subjects
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